ITC is preparing to introduce the 'ITC MAARS' app, which aims to provide farmers with a wide range of agricultural solutions while also generating new revenue streams and expanding markets for advanced agriculture and rural services.
The programme is expected to benefit about 10 million farmers across several crop clusters, according to the business.
In addition, the company is working with farmers to establish solid models for value-added categories such as higher-quality and organic chillies, mango pulp that can be traced back to farms, fair-trade speciality coffee, wheat flours, and medicinal and aromatic plant extracts.
"ITC MAARS is a game-changing business concept with a unique monetization strategy based on the power of e-Choupal 4.0." The e-Choupal is responsible for the physical features, such as demonstration farms, lead farmers, and the information highway that connects all of the stakeholders. During an investor meeting, Sanjiv Puri stated, "ITC MAARS will give better markets for advanced agriculture and rural services."
"There are around 1,000 or more agri-tech startups in India," Puri continued. MAARS will work with agri-tech start-ups to provide a hyper-local, customised solution for farmers."